Is The Creator Economy The Future of Work?

Creators are more than Instagram influencers and NFT creators

When Social People, the social media agency I built in 2010 won the Nike business, I learned all about how Nike viewed the world of athletes and consumers. At the time, we were hired to support the development of the Nike brand in social media and to support the launch of the first tweet on the newly launched Nike Twitter account. Nike leadership wanted to find a way to help the brand expand what they called “athletes” and make more the Nike promise more accessible to a wider set of consumers. Nike had built its brand around world class athletes, NBA superstars, and Olympians, and it was time for the average Joe + Joanna to feel connected in a way that hadn’t before. Nike found a quote from the famed Coach and co-founder of Nike that was used as the first tweet. “If you have a body, you are an athlete.” I loved that quote, and it gave us permission to talk to anyone with a will, passion, and a commitment to move their body.

As I begin the work in the creator economy through our new c…